How liquor brand Spritz Society is mobilizing social media followers for growth
“We’ve spent the last decade cultivating an authentic following,” Soffer said. “Because of what we say online, people trust us and trust our opinions. When we recommend something, they buy it.
Founded in 2021, Spritz Society sells sparkling cocktails infused with fruit flavors, priced at $17 for a four-pack. Soffer and the team often reach out to their followers, asking for feedback on various aspects of the brand such as flavor and packaging design. When Spritz Society launched, the company garnered so much hype that it achieved six-figure sales in the first 24 hours. The company also raised $3.7 million in pre-seed funding.
Soffer had a career in the marketing industry while running his Instagram account — working with companies like Marina Maher Communications, VaynerMedia and Blue Hour Studios — which helped shed light on how he leads the Spritz Society. Instead of just tracking certain market data, the company decided to source its own data through social media and launch a brand around its followers’ preferences.
Soffer said Spritz Society subscribers “were key to the product we launched, and over time we continue to create even outlets that are about them and what they love.”
The team created a Google Form before the company set out to ask its audience for feedback on details ranging from packaging design and brand messaging to flavors and alcohol percentage. Soffer also said he directly messaged thousands of people at the time. Soffer said he continues to leverage his followers for research data and to talk about the brand.
Having a following also helped the Spritz Society build relationships with distributors and retailers. Soffer said the founders’ network of followers gave the company a head start when it came to showcasing their story and selling the product. Spritz Society is currently available for sale on its own direct sales website and at approximately 400 wholesale stores, such as Total Wine & More, BevMo! and Specs stores, among other independent liquor stores.
Social media platforms like Instagram and TikTok have become indispensable tools for startup growth. Menstrual Care Brand CEO Nadya Okamoto August, used its more than 3 million followers on TikTok to increase brand awareness. Meanwhile, a viral video of Peace Out’s products helped the company sell up to six months’ worth of products in 24 hours.
“Social media is the biggest crowdsourcing of public opinion in human history,” said Ryan Detert, CEO of influencer marketing firm Influential. “If you can structure that and give it meaning, you can, for example, improve a product.”
In the case of Spritz Society, the company used its network to launch its latest summer flavor, Peach, which went on sale in June. The flavor was chosen using the same method used by Spritz Society to launch the brand: Spritz Society emailed shoppers asking them to choose between four flavors.
Kimberley Ring Allen, founder of Ring Communications and professor at Suffolk University, said having a founder who is also an influencer can lower a brand’s customer acquisition costs. This could, in turn, increase the company’s profit margins.
“The ready-to-drink market is exploding. It’s very, very crowded. There’s no shortage of vodka sodas, canned tequila, canned margaritas, things like that,” Allen said. “If you start with no awareness, you’ll have to fight your way to the top.”
The founders also hold meet and greets at the stores of its various wholesale partners, which Soffer says gets a lot of social media engagement. The other two founders, Claudia Oshry and Jackie Oshry, co-host their own podcast called The Morning Toast, which reaches one million listeners a week, Soffer said. Claudia, also known as @GirlWithNoJob, has over 3 million followers on Instagram and is a comedian, while Jackie has around 270,000 followers on the app.
However, Allen said being a public figure also opens the door to criticism and people digging up past mistakes. “Everything you do is under a microscope,” Allen said. ” There is very little [you’re] able to hide if you are an influencer and have built your following on social media.
Soffer said he never planned on becoming a content creator as a full-time career. Although he still enjoys creating content, managing Spritz Society is now his focus.
“Spritz Society is my thing. Now if you go to @BoyWithNoJob everyone knows it’s my only job,” he said. “Unfortunately, this has led to fewer memes or less time to post memes.”